2. Cheeseburgers to Chateaubriand
Case Study-Square Pegs in Round Holes
Case Study Analysis
What Kind of Restaurant Should You Be In?
Fast-Food
Local Small Resaurant
Family Style
Dinnerhouse
Ethnic
Pub-Bar Style
Gourmet
What Will It Cost
Fast-Food Outlet
a. Construction
b. Leasehold Improvements
c. Equipment
d. Furnishings
Free-Standing Dinnerhouse
a. Constuction
b. Leasehold Improvements
c. Equipment
d. Furnishings
Specialty Ethnic Restaurant
a. Constuction
b. Leasehold Improvements
c. Equipments
d. Furnishings
Other Start-Up Costs

3. Taking the First Steps
The Menu
Menu Pricing
The Sales Catalogue
Regulations Governing Menus
The Concept
Case-Study-Concept Development
Picking a Name Customer Profile

4. The Business Plan
Defining the Requirements
Outlining Your Business
The Start-Up Costs
The Operating Projection
The Average Guest Check
The Sales Forecasting Formula
Number of Seats
Turnover
Average Guest Check
Operating Days
Cost of Sales
Food Cost
Beverage Cost
Labor Cost
The Hidden Costs
Rent
Realty/Property Taxes
Business Taxes
Advertising
Legal and Accounting
Insurance
Telephone
Credit Card Charges
Utilities
Replacement Costs
Repairs and Maintenance
Laundry, Linen, and Uniforms
General Contracts
Office Expenses
Paper Supplies
Bank Charges and Interest
The Breakeven Projection
Three-to-Five-Year Projections
Cash Flow Pro-Forma
Statement of Net Worth
Company Structure
Personal Résumés
Presentation of the Proposal
Summary

5. Shopping for Money
Defining the Need
The Sources
Family and Friends
Active Partners
Silent Partners
Banks
City/State-Small Business Loans
Credit Unions
Leasing
Suppliers
Franchisors
Venture Capital Companies
Going Public
Tips on Dealing with Banks

6. Location, Location, Location
The Exception and the Rule
What You Can Do
Be Objective
Case Study 1 - Location
Case Study 1 - Critique
Traffic Flow
Parking
Residential
Commercial
Competition
Municipal Regulations
Research Others Can Do
Bank Manager
Lawyer
Insurance Agent
Local Business Associations
Local Government
Research Firms
Consultants
Suppliers
Shopping Malls
Building the Customer Profile
Hours of Operation
Case Study 2 - Location
Case Study 2 - Critique

7. Building Your Dream
Negotiating the Lease
Leaseholds
Rental Terms
Improvements
Rental Periods
Legal
Area By-Laws
Designing the Space
The Designer
The Design
a. Defining the Requirements
b. Floor Plans
c. Seating
Twenty Steps to Openingbr> Case Study-Function versus DesignThe Professional Disciplines
Fees and Contracts
Construction
Contruction Contracts
a. Created Documents
Construction Supervision
a. General Construction Contract
b. Project Management Contract
c. Client-Trade Releationship
Other Regulatory Agencies
Equipment and Furnishings
Back of the House
a. Line Equipment
b. Construct and Plating Tabling
c. Food Storage and Equipment
d. Preparation Equipment
e. Sanitation
f. Kitchen Cookware
Front of the House
a. Layout
b. Tables and Chairs
c. Decor
d. Sound System
e. Cash Control Systems
f. Security Systems
g. Smallwares
h. Bar Systems
Terms and Delivery
a. Terms
b. Delivery
c. Foodservice Equipment Contract
Used Equipment
Other Start-Up Considerations
Uniforms
Printing and Graphics
Utilities
Insurance
Pre-opening Salaries
Inventory
Advertising
Cash Float
Cost Overruns
Working Capital

8. Buying Your Dream
How to Find a Restaurant for Sale
Real Estate Companies
Newspapers and Magazines
Word-of-Mouth
Scounting
Restaurant Open-Points to Consider
Customer Traffic
Restaurant Details
Location Analysis
Case Study-Believing the Thief
Restaurant Closed-Points to Consider
Location and Style
Previous Owner
Previous Menu
Pricing Structure
Assessing the Value
Making the Decision
The Reason
The Lease
Before the Offer Is Made

9. Franchising Your Dream
Why a Franchise?
What Is a Franchise?
The Franchise Fee and What You Get
Case Study-Two Brothers and the Donut Shop
The Advantages
The Disadvantages
Investigate Before Buying
Buyer Beware
Franchising and the Law

10. How to Protect Your Investment
Types of Business Structures
Proprietorship
Partnership
a. Different Types of Partners
Incorporation
The Legal Requirements
Municipal
a. Occupancy Permits
b. Building Permits
c. Department of Health
d. Fire Departments
e. Utilities
State and Federal Concerns
Insurance
Fire
General Liability
Inventory Coverage
Business Interruption
Crime Insurance
Automobile Insurance
Key Person or Life Insurance
Benefit Insurance

11. Hired Guns-The Experts You Will need
Qualifying the Experts
The Initial Interview
Dealing with Experts
Experts Who Charge
Lawyers
Accountants
Market Analysts
Consultants
Designers/Architects
Mechanical Engineers
Experts Who Sell
Kitchen Equipment Companies
Furniture Companies
Sound System Companies
Bar System Companies
Cash Control System Companies
Security System Companies
Uniform Companies
Printing Companies
Advertising and Promotional Companies
The Free Experts
Manager
Chef
Bank Managers
Insurance Agents
Real Estate Agents
Franchisees
Family and Friends
Partners
Supplilers
The Better Business Bureau
Reference Sources
Conclusion

12. Systems and Controls
Standards
Quality
Quantity
Actual versus Potential
Systems
Requisition Forms
Production Forms
Daily Cash Report
Sales Analysis Report
Inventory Report
Management Style
Staff Training
Staff Monitoring
Other Considerations

13. Personnel
Policy
Probation Period
Discipline and Dismissal
Staff Meals
Staff Breaks
Staff Smoking
Schedules
Staff as Customers
Uniforms
Cash Responsibility
Staff Areas
Payroll
Tip Splits
Staff Hygiene
Catagory Specifications
Rates of Pay
Job Descriptions
Interviewing and Hiring
Files
Trainging
Product Knowledge
Job Procedures
Selling Aids
Recipe File
Conclusion

14. Suppliers
Service versus Price
Service
Price
The Sales Representative
Other Services
Receiving

15. Advertising and Marketing
Introduction to Advertising
What Is Advertising?,br> Why Advice?
Who Should Your Advertising Reach?
Dangling the Carrot
Advertising on a Shoestring
Initial Advertising Ideas
Keeping the Customer Satisfied
Marketing
Increasing Sellers Prices
In-house Promotional Events
Extending Your Hours of Operation
Increasing the Average Guest Check
a. Show and Sell
b. Tell and Sell
c. Selling Up

16. A Day in the Life

Appendix: Sources of Information
State/Local Restaurant Associations
Food Service Operator Associations
Operator Associations Indirectly Involv